AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH Dhaka, Bangladesh

Faculty of Business Administration BBA Program

COURSE OUTLINE
I Course ID & Title : MKT 4009 Comprehensive Marketing Case Analysis II Nature of the Course: Marketing Major III -Academic Term: Summer 2010-11 IV Credit Hours: 3 V Campus: #5 and Room: # 545 VI - Class Time: Monday & Wednesday 10:00 am 12:00 pm. VII Prerequisite: 60 credit of core courses 12 credits of major courses

VIII- University Vision:

AIUB envisions promoting professionals and excellent leadership catering to the technological progress and development needs of the country.
IX- University Mission:

AIUB is committed to provide quality and excellent computerbased academic programs responsive to the emerging challenges of the time. It is dedicated to nurture and produce competent world class professional imbued with strong sense of ethical values ready to face the competitive world of arts, business, science, social science and technology.

X -

Course Description:

A case study is a detailed account of a company, industry, person, or project over a given amount of time. The content within a case study may include information about company objectives, strategies, challenges, results, recommendations, and more. Case studies are often used to not only illustrate what a student has learned and retained in class, but also to provide students with valuable hands-on experience. This particular course will allow students to have an opportunity to learn about the types of problems that many companies and industries encounter while marketing locally and globally. Students will also have an opportunity to analyze the steps marketing managers have taken to correct specific problems and concerns in a real life problem. This will put their problem solving skills to the test and allow them to engage in exciting discussions with classmates and the course instructor.

XI Objectives:
On completion of this subject, students should be able to: Analyze the steps marketing managers have taken to correct specific problems and concerns in a real life problem and can provide their own view point to the problems and their solution. Analyze and assess markets, their respective consumers and environments. Identifying emerging markets, multinational market regions and market groups. Identify different planning processes and organizational structures for managing and implementing marketing strategies in local and international markets. Identify appropriate strategies for marketing products in local and international markets including the most appropriate market entry options for a given product, market and the environments.

XII Topics to be covered

TOPICS
Introduction to Marketing Cases and its Analysis techniques

Specific Objective(s)
To give an introduction about Marketing case Analysis

Time Suggested Frame Activities

Week 1
Providing Lecture on the topic, discussing real life case on the topic, solving real life problem.

Teaching Strategy(s)
Lecture through PPT citing real life examples.

Case Analysis on Market Segmentation, Targeting and Positioning

Provide overview on Segmentation, Targeting and Positioning and Analyze case related to them.

Week 2

Providing Lecture on the topic discussing real life case on the topic, solving real life problem.

Lecture through PPT citing real life examples, solving case in the classroom or at home individually or in group by the students. Lecture through PPT citing real life examples, solving case in the classroom or at home individually or in group by the students.

Case Analysis on Consumer Behavior and Consumer Markets

Provide overview on consumer behavior and Analyze case related to them.

Week 3

Providing Lecture on the topic discussing real life case on the topic, solving real life problem.

Provide overview on Products, Services Product or Service and Branding and Analyze case Decisions and related to them. Branding Case Analysis on

Week 4

Providing Lecture on the topic discussing real life case on the topic, solving real life problem.

Lecture through PPT citing real life examples, solving case in the classroom or at home individually or in group by the students.

Case Analysis on Marketing Communication

Provide overview on Week 5 Marketing Communication strategies and Analyze case related to them.

Providing Lecture on the topic discussing real life case on the topic, solving real life problem.

Lecture through PPT citing real life examples, solving case in the classroom or at home individually or in group by the students

Midterm WEEK

Week 6

How to write a marketing case study

Provide overview on techniques on how to write a marketing case study.

Week 7

Providing Lecture on the topic

Lecture through PPT citing real life examples

Case Analysis on Pricing & Distribution Strategy

Provide overview on pricing and distribution strategy and Analyze case related to them.

Week 8

Providing Lecture on the topic discussing real life case on the topic, solving real life problem.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually or in group by the students

Case Analysis on Customer Relationship Management

Provide overview on CRM strategies and Analyze case related to them.

Week 9

Providing Lecture on the topic discussing real life case on the topic, solving real life problem.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually or in group by the students Lecture through PPT citing real life examples, solving case in the classroom and at home individually or in group by the students Lecture through PPT citing real life examples, solving case in the classroom and at home individually or in group by the students

Case Analysis on Rural Marketing

Provide overview on Week 10 rural marketing strategies and Analyze case related to them.

Providing Lecture on the topic discussing real life case on the topic, solving real life problem.

Case Analysis on Global Marketing

Provide overview on Week 11 global marketing strategies and Analyze case related to them.

Providing Lecture on the topic discussing real life case on the topic, solving real life problem.

Final Examination WEEK

Week 12

XIII - Course Requirements

4

Students are required to attend the classes regularly, Analyze case studies inside the class room, submit individual home assignments, case analysis assignments and develop a case study and make presentation on the developed case study.

XIV Evaluation
Students will be evaluated in the following basis:

Mid Term session

Class Participation In Class Case Study Analysis (4x5) Case Study on a Brand Total
To be converted into for contribution to Final grade

Proportion 5 20 15 40 40%

Final session
Class Participation Case Study (4x5) Developing a Case Study & Presentation Total
To be converted into for contribution to Final grade

Proportion 5 20 35 60 60%

*All marks will be added and the final score will be recorded in Letter-Grades according to AIUB Grading System.

XV Text & Reference:

Strategic Marketing Problems : Cases & Comments Roger A. Kerin & Robert A. Patterson, Seventh Edition, 1995, Prentice Hall, USA. Strategic Marketing Management Cases David W. Cravens, Victoria L. Crittenden, & Charles W. Lamb Jr., Seventh Edition, 2001, McGraw Hill, USA. Cases in Strategic Marketing Management: An Integrated Approach William J. McDonald, International Edition, 1998, Prentice Hall, USA.

Prepared By:
Course Instructor: Dr. Ehsanul Huda Chowdhury Consulting Hours: Sunday & Tuesday 10.00 AM 6.00PM Monday & Wednesday 8:00AM-6:00PM

Office: Campus :#1&5 Ground Floor (BBA Directors Office). Contact number: 01819495552 Contact Email: ehsanul@aiub.edu -END-